Canopy

Emerging from the unrestful climate of internet security breaches, Canopy is a new discovery platform that promises a greater internet architecture powered by machine learning. Founded in 2017 by Brian Whitman, whose music recommendation technology was acquired by Spotify in 2014, Canopy allows users to discovery new content on their phones, personalized to their individual tastes without risking any exchange of personal data.

Presented with the challenge of embodying and explaining complex machine learning to an audience that consisted of investors and early adopters, Language Dept. created a brand language that felt trustworthy. Collaborating with the Head of Operations and Chief Operating Officer, I played a key role in translating how the technology works into an illustrated animation critical to the website’s launch and creating their investor pitch deck. I also assisted with forming Canopy’s brand language that consists of nature-inspired organic forms that speak through motion and a human-centered voice.

Experimental process

For inspiration, we gathered a moodboard of elements grouped into the following categories: organic softness, unexpected textures, modular variations, selective focus, and revealing intersections. To achieve a logo with these qualities, we designated a day to free form hand painting. Using watercolors, inks, and dyes, we discovered new forms that captured the combination of elements we were in search of.

Storyboard

A fluid animation breaking down how the technology works into three simple stages.